B-roll from UGC creators: what it is and how to order footage for ads

B-roll is supporting footage without a person talking to camera: hands with the product, unboxing, texture close-ups, the product in use, packaging details. An editor cuts it between the main shots or builds a whole ad from it. Brands order packs of such clips from UGC creators instead of a finished video, because one pack yields many ad versions for Meta and TikTok, video for product pages and variants for testing hooks.

In practice, ordering B-roll comes down to four things: a shot list, technical requirements described in plain words, a short brief and clearly defined usage rights. You can find a creator yourself on social media, through an agency or on a platform such as Blogger Bank, where you describe the task and creators apply on their own. Below we show how to do it step by step.

How B-roll differs from a product video and regular UGC

The term comes from television: “A-roll” is the main track, usually someone speaking, and “B-roll” is everything shown in the background or in cutaways. In creator advertising the split looks similar:

• A-roll — the creator talks to camera: review, opinion, story, testimonial;
• B-roll — silent shots of the product and situations, no narration, often a few seconds each;
• finished product video — edited footage with music, captions and an ending, ready to publish.

If you need a finished video for your store or ads, see our guide on how to order a product video from creators. B-roll is raw material: you order it when you edit yourself, have an editor or want many versions from one shoot. For background on the format, see the glossary entry on UGC.

Why a brand needs a pack of B-roll clips

A single video wears out fast: after a few weeks of running, viewers know it and the algorithm shows it at a growing cost. A pack of short shots solves this, giving you material for new versions without a new shoot.

• Meta and TikTok ads. You edit several variants of the same ad: a different first frame, order or length. B-roll combines easily with voice-over, captions or another creator’s A-roll.
• Hook testing. The first seconds decide whether anyone watches. With a dozen different opening shots you see which one stops the scroll, and only then invest in the winner.
• Product page and store. Short video loops showing texture, size or use complement the gallery. They pair well with product photos from UGC creators from the same session.
• Organic brand content. The shots work for stories, Reel transitions, newsletters and partner presentations.
• Footage in reserve. When the message or promotion changes, you swap only the text and voice-over while the visuals stay.

Which shots to order: the shot list

The most common mistake is a brief that says “film a few product shots”. The creator doesn’t know what matters to you, and you get several similar frames. It’s better to write a list of shots, each in one sentence: what is visible, in what setting and with what camera movement. A universal set looks like this:

• unboxing — opening the parcel, taking out the product, first touch;
• hands and product — turning, opening, pressing a button, applying;
• close-ups (macro) — texture, seams, logo, consistency, finishing details;
• product in use — in a natural setting, with a visible effect;
• before and after — two shots from the same frame, if the product makes a visible change;
• setting shots — interior, outdoors, people in the background that build mood;
• wordless reactions — a smile, surprise, satisfaction, without looking at the camera;
• movement shots — push-in on the product, camera pass, top-down shot.

The list changes by category. A few examples from different niches:

• Pets. Food poured into a bowl in slow motion, a dog running up at the sound of the bag, a cat playing with a toy, a close-up of the label. Find creators in the pet influencer catalog.
• Food. Slicing, pouring sauce, steam over a plate, opening a jar, a top-down shot of the finished dish. Daylight and a clean counter matter here. See food creators.
• Home. The product in a real interior, step-by-step assembly, a room before and after, a hand gliding over fabric. Look for matching creators among home and interior influencers.
• Tech. Plugging in a device, a screen showing a working feature, close-ups of ports and buttons, gear on a desk during everyday work. See tech creators.
• Automotive. Installing an accessory in a car, interior details, car care product applied to paint, a water drop running off the coating. The automotive influencer catalog will help.

For each item, note how many variants you want, for example the same shot in two settings or from two angles. That makes it clear how many clips the pack should contain.

Technical requirements in plain words

UGC creators usually shoot on a phone, which is fully sufficient for social media ads. What matters is stating clearly in what form you want the files:

• Vertical 9:16 as the default, since Reels, Stories and most ads display in this frame. If you also need horizontal for the website or square for carousels, ask for some shots in the second format or a frame with room on the sides.
• No music, captions or filters. Anything burned into the image makes editing harder. You’ll add captions and music yourself to fit each ad version.
• Raw files in the highest quality the phone allows, sent via cloud storage rather than a messenger that compresses video.
• Each shot as a separate file, with a few seconds of margin at the start and end so the editor has room to cut.
• Stable image and good light — ideally daylight, not mixed with warm bulbs. Camera movement calm and deliberate.
• Clean background and no other brands in frame unless agreed otherwise.
• Ambient sound left in the file — the rustle of packaging or a button click can be a valuable effect in editing.

It also helps to ask for clear file names that match the shot list items. With dozens of clips this saves a lot of time.

How to write a B-roll brief

A B-roll brief is shorter than one for a narrated video, because there’s no script. It should still include:

• a short product description and what the footage should show best;
• what the material is for: ads, store, organic content;
• the shot list with the number of variants per shot;
• the technical requirements from the previous section;
• what to avoid: specific colors, face shots, other logos, certain settings;
• examples of shots you like, such as ad links or frame screenshots;
• the deadline, how to send files and the number of revision rounds.

We described the structure of a good brief with examples in the article how to write a brief for a creator. With B-roll the shot list matters most: the more precisely you describe each shot, the fewer revisions.

Usage rights

This is the point brands forget most often, and it matters especially for B-roll, because the clips will circulate in many ads for a long time. In your agreement with the creator, define in general terms:

• fields of use — where you can use the material: paid ads, website, store, print;
• licence duration — how long you hold the rights; a longer period usually raises the price;
• right to modify — cutting, combining with other footage, adding captions and voice-over;
• likeness — if the creator’s hands, figure or face appear, you need consent to use their image;
• exclusivity — whether the creator can film similar shots for competitors.

A template and an explanation of the clauses are in the article influencer agreement template (in Polish). If in doubt, have a lawyer review the terms.

What the price of B-roll depends on

There’s no single rate per shot, but the same factors always shape the price:

• number of shots and variants — a dozen clips in one setting is less work than the same number across several locations;
• shot difficulty — macro, slow motion, moving shots or shots with animals take more time and gear;
• props and location — whether the creator has everything at hand or must arrange something;
• scope and length of the licence — paid ads and a long period cost more than organic use;
• deadline — rush orders are usually more expensive;
• creator experience — a portfolio of polished product shots usually means a higher quote;
• form of payment — for cheaper products some brands offer barter, for larger packs a fee is usual.

Offers are easiest to compare when several creators quote the same clearly described scope. That’s why a good shot list saves not just time but budget.

How to receive and check the pack

When the files arrive, go through a simple checklist:

• are all shot list items and the agreed number of variants there;
• do format, quality and clip length match the brief;
• is the footage free of music, captions, filters and other brands;
• is the image sharp, stable and well lit;
• does the product look as it does in reality, without color distortion.

Collect feedback in one message, referring to specific files. Revisions usually concern single shots, so there’s no need to repeat the whole session.

How to plan your first pack of shots

If you’re ordering B-roll for the first time, don’t start with a huge list. A smaller pack works better for testing the collaboration and your editing.

• Start with the goal. Decide whether the footage mainly feeds ads, the product page or organic content. That determines which shots matter most.
• Pick a few key shots. Unboxing, hands with the product, a close-up and the product in use are usually enough to start.
• Ask for opening variants. Several different first frames give you test material at no extra editing cost.
• Compare styles. Giving the same list to two or three creators shows which setting and filming style suit your brand best.

After the first weeks of running ads, check which shots appear in the best-performing versions and build your next shot list on that.

How Blogger Bank solves ordering B-roll from creators

Everything above that you’d otherwise explain in emails and messages to one person after another fits into a single task on Blogger Bank:

• Instead of hunting for creators profile by profile — you publish a task with the product, shot list and technical requirements, and UGC creators apply on their own.
• Instead of explaining the same thing to everyone — shots, format, deadline and usage scope are described once in the task, and the contract with the chosen creator opens automatically.
• Instead of files scattered across messengers — conversation with the creator, material acceptance and payment are in one place, so it’s easy to check the pack and request revisions.
• Instead of one creator as a trial — you can pick several creators for the same shot list and get different settings and styles for ad testing right away.

Browse creators across categories in the influencer catalog and invite specific people to your task. Create a brand account and publish your first B-roll task.